Návrh optimalizace marketingové komunikace společnosti Kerida group a.s. – Ing. Michaela Majerová
Ing. Michaela Majerová
Master's thesis
Návrh optimalizace marketingové komunikace společnosti Kerida group a.s.
Optimalization of marketing communication of company Kerida group Inc.
Abstract:
Abstrakt V podvědomí mnoha lidí je zafixováno, že se pod slovem marketing skrývá pouze reklama nebo prodej výrobků a služeb. Tato představa je však mylná. Smyslem této práce je podat ucelený přehled o nástrojích marketingové komunikace (reklama, podpora prodeje, Public Relations, osobní prodej a Direct marketing) používané v praxi. Každý z těchto nástrojů má jiný charakter sdělení a směřuje k určitým …moreAbstract:
Most people are subconsciously convinced that the word marketing has only one meaning namely advertisement or product or service sale. However this is just an illusion. The purpose of this thesis is to provide an integrated list of marketing communication instruments (advertisement, sale support, Public Relations, personal sale and Direct marketing) used in practice. Each of these instruments has different …moreKeywords
Marketing komunikace marketingový mix nástroje marketingu marketingová komunikace komunikační mix reklama podpora prodeje Public relations osobní prodej přímý marketing nadlinková a podlinková reklama. Marketing communication marketing mix marketing instruments marketing communication communication mix advertisement sale support personal sale Direct marketing Above the line and Bellow the line advertisement.
Language used: Czech
Date on which the thesis was submitted / produced: 22. 4. 2009
Identifier:
https://is.vsfs.cz/th/z8bhu/
Thesis defence
- Date of defence: 23. 6. 2009
- Supervisor: Ing. Pavel Hanka
- Reader: RNDr. Václav Vohánka
Citation record
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Institution archiving the thesis and making it accessible: Vysoká škola finanční a správníUniversity of Finance and Administration
Master programme / field:
Economics and Management / Business Management and Corporate Finance
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